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Analyse two print adverts, paying special attention to the structure of the advert and the language techniques used.

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Introduction

Alex McAllister Analyse two print adverts, paying special attention to the structure of the advert and the language techniques used. We are surrounded by media in our everyday lives. The main purpose of the media is advertising and making the selected audience aware of the product on offer (product awareness). There are many techniques advertisers use to sell their product such as humour, shock, emotion, demonstration, comparative, enigma advertising and celebrity presenters or endorsements. The two chosen print advertisements I have selected are both for fragrances. The first being for the fun new fragrance 'exclamation play' which is bright pink and vibrant showing connotation of a female targeted audience, of the age of sixteen and above. The second advertisement is for 'CK one' the black and white sophisticated advert is targeting men and women twenty years and up. Both adverts were found in women's magazines, both targeting a similar age range. The linguistic styling of the advertisement for 'exclamation play' is slang and it involves the audience and gives them a sense of power over the opposite sex, however the 'CK one' advertisement involves both sexes equally. The linguistic devices used are urbane and to the point stating the products name and purpose 'Calvin Klein a fragrance for a man or woman'. ...read more.

Middle

In the 'CK one' advert there is a picture of the product in the males hand this may show importance as he has the bottle in one hand and the other hand wrapped around his girlfriend. The bottle is made of frosted glass, which in the advert gives the impression that the surrounding atmosphere is hot and steamy. The bottle is simplistic looking which differs to the 'exclamation play' bottle, which is thin and shaped like an exclamation mark. The purpose for the exclamation marked shaped bottle means that this fragrance is making a statement. The packaging is also pink showing that this Alex McAllister is a feminine product. The product name 'exclamation play' suggests that it is an outgoing fragrance with attitude that should be worn in the presence of men. Conversely the product name for the CK fragrance has simpler values the name being 'One' meaning the product is one with their relationship as it is for men and women alike. The 'exclamation play' advert tells young teenage girls that if they wear this particular scent then they will have the boy they have lingered for right where they want him. All teenage girls would love to have the pleasure or chance of being pampered and spoilt. ...read more.

Conclusion

However the other advert had a different approach towards the reader making them feel sophisticated. The colours are slightly dull and do not stand out as much as the 'exclamation play' advert. However it is just as eye catching towards the right audience. It also appeals to both sexes, therefore has a wider target audience and is most likely to be found in men's magazines as well as women's. The 'exclamation play' targets its audience very well as it is found in a teenage girls magazine and is in the right price range, for the unemployed teenage girls. It has feminine colours, humorous factors and empowerment. The 'CK one' advert also targets the right audience very well. As 'Calvin Klein' is a well known brand name, and is to be worn by the working class people. The elder person who may be in a relationship, as the advert shows a couple sharing the product. It is targeting both men and women and has sexual connotations as mentioned before, and a desire for the product from both partners. This would appeal to the selected audience because most twenty year olds are working and in a relationship. Both of the print advertisements target their audiences well by placing the adverts in the right magazines, using specific colours and marketing techniques. ...read more.

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